The Art Of Online Marketing
How Can Brands Protect their logos
Create a unique logo
It can be a symbol, an image, a shape and even a word, as long as that word in itself is not immediately descriptive. For a phone brand, Orange works, as does a blackberry icon – the word ‘telephone’ does not.
Add your brand name to that logo
Trademarks are more easily approved for registration, in my experience, if the brand name is embossed or connected. Symbols alone are more usually open to criticism, exactly like Adidas’ three stripes. Adidas can use the stripes with the name Adidas or with their other registered symbols, but the stripes alone are not acceptable.
Make sure your logo is distinctive
Heineken has a red star, as does fashion brand Macy’s, as does shoe brand Converse — but the typeface in the logo is different across all three, as is the colour of the wording. They are distinctive and could not be confused.
Apply for the trademark asap
You can do this via the Intellectual Property Office (IPO), and the World Intellectual Property Office (WIPO). Check and double check no one has a similar mark in a similar category. The process is straightforward – and while it can be expensive for a worldwide audience, remember it is brand protection – it has balance sheet value for your business. Remember to choose your appropriate categories, or ‘classes’, for registration, which are listed by the WIPO — there are many overlapping categories, and brands should register in as many as appropriate.
Register your brand name in multiple places
This will give your company double and triple protection — so as well as registering the logo, register the company name and buy the online domain (the website url) of the same name.
Use it or lose it
And finally, the old adage of “use it or lose it” applies to trademarks. Lack of use can cause a lapse of the mark itself and absolutely exposes it to challenge by a new registrant.
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